The New York Times yesterday reported
on how the PR industry - particularly in Silicon Valley - is leveraging social media and personal relationships more than traditional media outlets. The piece mostly focuses on Brooke Hammerling's (founder of Brew Media) ability to exert influence in tech circles through her relationships, even though her agency's client list doesn't include many household names. An interesting example includes Hammerling's strategy for launching the new Web site, Wordnik:
Ms. Hammerling plans to approach one journalist, Quentin Hardy at Forbes, not because she wants him to write about Wordnik in the magazine but because she hopes he’ll mention it on his personal Twitter and Facebook feeds.
“I don’t know if this is a Forbes story at this point,” she says. “I see it more of Quentin as an influencer, Quentin the person.” Wordnik hasn’t announced how it will make money, and its backers are worried that some reporters and writers will pick apart that fact. So the group decides that Wordnik will be presented as a “project” instead of as a “company.”
Bloggers Robert Scoble
and Michael Arrington
, both of who are mentioned in the piece, took issue with the idea that some in the PR world are avoiding tech bloggers and heading straight to social media.